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Knowledge Center

How to Design a Successful Direct Mail Campaign

Direct mailing offers a great opportunity to put a message directly into the hands
of potential and returning customers. As with any marketing approach, a well-planned
strategy is the most effective. After identifying a target audience, it is important
to create a comprehensive mailing program, for consistent customer contact. Finally,
a clear concise message, in the optimum format, will maximize the effectiveness
of a direct mail campaign.

Postcards & Self Mailers

Postcards are inexpensive, both to produce and to send, so they are often an attractive
choice for direct mail campaigns. Used in the correct context,
postcards offer a versatile and cost-effective advertising method.

Postcards work best for simple messages, like promoting events or sales.

Because people often only glance at a postcard, repeat customers who already recognize
the brand are very likely to respond.

P rospective customers are likely to skim a postcard, because the size is attractive
and easy to read.

Traditional Letters

Although the cost of printing and mailing letters is higher than that of postcards,
in certain situations, letters are a more effective choice. A thoughtfully written
letter can be a provocative, compelling marketing
tool.

Letters appear more personal, since they address potential customers by name. They
also tend to look more official, and are unlikely to be discarded unopened.

For more complex messages, for instance an explanation of a customer reward program,
a letter is the best option; it allows the inclusion of more details, in a less
flashy format.

A letter can clearly and concisely address specific benefits the customer can gain
from a given product.

Letters provide an opportunity for repeating the company logo, both on the envelope
and on the stationery. The company name can also be repeated in the body of the
letter, building brand awareness.

Brochures

Brochures generally require the most investment, because they incorporate photos
and graphics, use heavier paper, and require folding or stapling of multiple pages.
They are also the most comprehensive form of direct mailing.

The colorful and attractive format of a well-designed brochure is eye catching for
both new and loyal customers.

Brochures can include graphics, so they
can illustrate relevant statistics or diagrams.

The content of a brochure can be more thorough. Different concepts can be introduced
in one mailing, and each one can include sufficient details.

A brochure’s variable length and format makes it a versatile tool for various marketing
tasks.

A well-conceived direct mail campaign will yield significant benefits for every
company. By identifying the target market and choosing the best format for the intended
message, a company places effective advertising directly in the possession of the
customer.